Resumen

GUZMAN, Alba Patricia  y  MORAL, Maria Esther Del. Trends in use of YouTube: optimizing the strategic communication of Ibero-American universities. OBS* [online]. 2014, vol.8, n.1, pp.69-94. ISSN 1646-5954.

We have Discussed the priority trends in the use of YouTube of a sample of Ibero-American universities (N=263) of the Webometrics Ranking, also, we have identified the opportunities that this tool has to offer. By adopting a descriptive methodology and multivariate and precede to the statistical analysis pertinent to the activity from accounts of the universities have on YouTube: through their official videos, reproductions, subscriptions, watched videos, etc… We have found that no only have multiple profiles and it maintain a great activity, further we found two marked trends of use: 1) consolidation of their own corporate image; and, 2) activation of the process of communication and interaction with the members of the academic community. However, it was concluded that while universities are committed to be present on YouTube -and other networks- for to ensure their visibility and boost communication with their community, they need to come up with more effective strategic formulas to manage their profiles and optimize their communication, which must pass through contemplating the figure of the community manager to increase their reach and prestige.

Palabras clave : Community Manager; communication; promotion; social media; universities; YouTube.

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